Last week I talked about how to take a vacation when you’re the leader of the band. This week I want to talk about summer sales. Many sales people and just as many business owners bemoan their annual summer sales slump. Their numbers are down and they just can’t understand it.
It’s as if their whole business is paralyzed because sales dry up or customers are on vacation. In my experience, that’s hogwash. When you take that attitude, you are selling yourself a bill of goods not worth the paper it’s printed on.
There is no need to punish ourselves about this (perceived?) seasonal drop in sales, or slower pace of sales. Instead, it’s important to realize the natural cycles people and businesses go through.
In sales for 15 years, I found July and August were totally different than the rest of the year. Peoples’ heads are somewhere else – they don’t want to be sold anything.
That said, there are a number of things those of us on the vendor side can do to offset this tendency.
1. These seasonal sales slumps are an opportunity to do aggressive marketing – which can range...
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